How Healthcare companies are “Going Digital” in the Covid19 era — Focus on Digital Marketing Narratives
With the current scenario of lock-down due to covid19, most businesses are using digital aids to stay connected with the customers.The world is turning to digital marketing for communication and promotion. This article enumerates the role of “Marketing Narratives” in digital media by reviewing some of the most popular health care apps in the market.
Following are some of the social media campaigns by some of the popular health-related apps:
Practo:
Practo was founded by Abhinav Lal and Shashank ND. The Bengaluru-based startup has about1,20,000 appointments (booked) every month, with traffic growing at 24 % per month. They have over 4 million monthly users.
Some of their popular digital campaigns on social media include:
#Call Mom Now
#ThankYouDoctor
#HealthyBreakups
#If you could sing to your doctor
#If your doctor could sing to you
#Your home for health
Lybrate:
Lybrate was founded by Rahul Narang and Saurabh Arora. Its goal was to prevent people from self-medication. Some of the popular social media campaigns of Lybrate include:
#Saynotheselfmedication campaign
#IfOnlyTheyHadLybrate
# Super fact of the day
#7DeadlySins to avoid
#HappyValentinesWeek
#RealCricketFan
DocsApp
DocsApp provides expert consultation in nineteen specialties including gynecology, sexology, pediatrics, dermatology, psychiatry, weight management, among others. The key to its marketing effort lies in “empathy”. They have touched more than ten million lives and have logged more than three million online doctors in previous financial years.
DocsApp has set up a helpline specifically for elderly patients, where people aged 60 and above can call for a free consultation. Plus, they’ve set up a medical department on their platform solely dedicated to COVID-19, where coronavirus-related consultations are provided to all customers free of cost.
Their popular social media campaign include:
#BaatTohKaro
#ErasedPages (awareness campaign for World Alzheimer’s day)
1mg
1mg uses offline advertisements, newspaper advertisements, and health camps for its promotion. However, the majority of their marketing is digital.
1mg has released three ad films that highlight different aspects of the app’s offering. 1mg offers services beyond ordering medicines online, including services like at-home tests and scans and access to medical information.
It aims to build trust by passing credible information to its potential customers. 1mg has about 36% overall traffic in the medical app section in India. For generating the content, it has a team of about 40 content writers comprising doctors and pharmacists. 1mg claims to have 40% conversion from content besides strong word of mouth effort in driving transactions.
PharmEasy
PharmEasy is an online medicine delivery app that allows one to buy healthcare products, OTC products, & medical equipment online. It permits booking for diagnostic tests online, including blood tests, lab tests, full body checkups & other preventive health checkups from the convenience of home.
Most often, the consumers are unaware of how they get their medicine and therefore, do not trust the e-pharmacy completely. PharmEasy works towards keeping all of its customers informed and provides a transparent platform to provide the best service possible.
Retailio
Retailio is India’s largest B2B Pharma Marketplace with a presence in over a hundred cities with a network of thousands of Healthcare/Pharma Companies, Pharmaceutical Distributors, fifty thousand plus Pharmacies, Hospital, Nursing Homes, and SKUs. Retailio has been at the forefront of ensuring quality products & timely service during the entire Covid-19 scenario.
Advertisements in social media:
Ad campaign: Aazadi- A tribute to the unsung heroes of Pharma Industry
Retailio is a resourceful app that is creating a high digital impact on supply chain management of Pharma industry across India. Retailio offers a great platform from where the Chemists, Retailers, Distributors, Pharmacists and Hospitals can place their orders to their respective distributors through Retailio mobile application and web interface.
Netmeds:
Netmeds App, connects patients to doctors instantly through a call or a chat, online across India anywhere, anytime. It permits booking pathology and/or radiology tests. Some of its promotional campaigns are as follows:
- Health tips campaign
- Shape of you campaign
List of some Healthcare apps
Medscape
Medscape is the leading online platform for physicians and healthcare professionals. It offers medical news, point-of-care drugs, disease information, professional education, and more. It helps doctors to know all advancements in medical science and drug information.
Curofy
This is a very popular app among communities of specialist doctors. They will get good insight and suggestions to understand and review complex cases for the right diagnostics. Doctors may have access to real-life patient conditions from many categories with access to the latest medical rules and journals. This app is gaining great popularity in the doctor’s community as they get a chance to discuss the cases of many real-life patients.
TRUEMEDS- e-pharmacy stores
Truemeds app was founded in 2018 by Akshat Nayyar and KunalWani. It aims to reduce medical costs by up to 72%. It supplies medicines from India’s top fifty medicine makers, to guarantee its users the best quality. Truemeds claims to be one pharmacy app that does the job of multiple pharmacy apps like Pharmeasy, Netmeds, 1 mg, SastaSundar, Medlife, etc.
The company has developed the AI-based proprietary Triple Check (TC) flow to check the orders before delivery by the doctor or pharmacist.
JioHealthHub
JioHealthHub is an integrated digital healthcare platform that provides online healthcare services. Jio’s 5G network, JioFiber, JioMeet and JioHealthHub form the core pillars of its healthcare vision.
DrPerfect
DrPerfect is a digital platform created for the pharma trade. It supports order management, sharing a database of medicines, sales, and marketing functions related to the pharma trade. It boosts productivity, effectiveness, efficiency and improves the digital engagement of prospective customers. Its promotion in social media includes:
Doctor C app.
Doctor C app helps customers to compare prices and opt for the cheapest. It permits their customers to gauge their decisions on medical diagnostics and lab testing with a trade-off between quality and cost. At special rates including 15–50% rebate.
ProHealth
ProHealth offers a personalized proactive health management program that brings together predictive risk analysis, cutting-edge diagnostics with physician evaluation, and a personalized path to wellness, designed to make positive shifts — making one healthier tomorrow than today.
